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Cyber Monday: the Black Friday of Online Promos

Monday After Thanksgiving the Kick Off for Web Campaigns

NEW YORK (AdAge.com) -- Brick-and-mortar stores love the big day after Thanksgiving, called Black Friday or Blitz Friday, but web retailers are coming to bank on the Monday that comes just after -- the day called, since last year, Cyber Monday.
Nordstrom's Cyber Monday plans include a complete site-takeover ad campaign on Style.com.
Forgive not just the awkward name, but also the fact that Cyber Monday is not the busiest day for online shopping. But it's emerging as a day for kicking off digital campaigns and promotions anyway.

Easier to shop from work
"People go and do their shopping, retreat, and then recognize obviously that online is great alternative," said Marcia Kline, publisher of Style.com, which sold a site takeover to Nordstrom for Cyber Monday, and Men.Style.com, which has given all its ad inventory over to Hewlet Packard that day. "When they get to the office on Monday, they realize they can do it online."

Tracey Trachta, U.S. consumer advertising manager for HP's personal systems group, said the Cyber Monday ads, which will also appear on sites such as VanityFair.com and RollingStone.com, are meant to be the "front door" for consumers' holiday shopping. "It's the kickoff to the high season that ends around mid-January for online purchases," she said. "There will be additional pushes the week of the fourth and the week of the 11th."

Magazine publishers will want to sell more online programs around Cyber Monday if many marketers act like HP. The percentage of HP's global media spending going online increased to 25%-30% this year from 8%-12% last year, said David Roman, VP-marketing communications for the personal systems group. Print advertising, he said, took the biggest hit to support that shift.